Post on 17-Jan-2023
Peter Mikuláš
players (ESA, 2010; other examples of new media users’ segmentation can be found in Fichnová, Mikuláš,
Peter Mikuláš
—
high degree of interaction and ludic or the “game” character, which move ——
a big advantage of today’s in
ristics of the player’s gender, age, location
“” “”
“Ludology”
’ possibilities are called “ergodic functions” in Švelch, 2008). Moreover, Aarseth theory of cybertext argues t
types of virtual ads (research units), whose location was not possible to change by gamer’s activity (e
; Svahn, 2005; Švelch, 2008). The form of advertisements placed in the game will probably meet
According to Kollárik Sollárová
by American cultural conditions. As the games were researched by “nonAmerican”, it might be
—
In accordance with our assumptions, prevailing brand category was “ s”.This was followed by category “Models of cars” and the third most frequent category was “Clothsand shoes”. There were
23%8%
6%
4%
3%
3%
23%
30%
Clothes, ShoesCars, Tuning, AccessoriesModels of carsMeals, Fast-foodSelf-promotionCosmetic products (Drugstore)TelecommunicationsJewelry, Watches
Clothes, ShoesCars, Tuning, AccessoriesModels of carsMeals, Fast-foodSelf-promotionCosmetic products (Drugstore)TelecommunicationsJewelry, Watches
4%
87%
2%
1%6%
BillboardLight Board
Ads on buildingsInformation BoardTraffic / Ads on trucks
BillboardLight Board
Ads on buildingsInformation BoardTraffic / Ads on trucks
real actors’ characters were used as templates, but the videos were prepared by
64%1%
7%
4%7%
11%
6% BillboardShopLight Board
Ads on buildingsAirship
Banner3D Billboard
22%
42%
6%
16%
2%
12% Clothes, Shoes
Cars, Tuning
Meals, Fast-food
Self-promotionCosmetic products (Drugstore)
Telecommunications
Clothes, Shoes
Cars, Tuning
Meals, Fast-food
Self-promotionCosmetic products (Drugstore)
Telecommunications
9%
15%
15%
61%
Billboard
Ads on buildings
Banner
Poster
16% 84%
Cars, Tuning, Accessories
Telecommunications
Cars, Tuning, Accessories
Telecommunications
advertisers’ need for as obvious presence in the game
have only “showed up” (on average, there were only
6%6%
3%
6%1%
12%
7% 59%
Clothes, ShoesCars, Tuning, AccessoriesModels of carsMeals, Fast-foodSelf-promotionCosmetic products (Drugstore)TelecommunicationsJewelry, Watches
Clothes, ShoesCars, Tuning, AccessoriesModels of carsMeals, Fast-foodSelf-promotionCosmetic products (Drugstore)TelecommunicationsJewelry, Watches
2%1%1%
2%10%
2%6%
8%
68%
0,5%
BillboardLight BoardInformation BoardTraffic / Ads on trucksShopAds on buildingsAirshipPosterBanner3D Billboard
BillboardLight BoardInformation BoardTraffic / Ads on trucksShopAds on buildingsAirshipPosterBanner3D Billboard